E-mail marketing set to log in growth of over 100% every year

Mumbai, Feb 27 (PTI) With millions of Indians havingaccess to e-mails and their number growing rapidly, e-mailmarketing is expected to grow at over 100 per cent every year,an industry expert has said.

E-mail marketing is a form of direct marketing whichuses electronic mail as a means of communicating commercial orfund-raising messages to audience.

"The potential of e-mail marketing is huge as it isone of the most effective marketing vehicles offering greatopportunities to businesses. With e-mail marketing being seenas the fastest medium to create new business and push sales,we expect it to grow at over 100 per cent every year," AbhijitSaxena, Chief Executive Officer of Netcore, a messaging andmobile data services provider, told PTI here.

E-mails, directly or indirectly, influence 48 per centof marketing budget of an average size enterprise and are usedmainly for promotional and informational purposes, he said.

"E-mail marketing is a potent tool in the hands of askilled marketer. It is much more than product and technology.

It is actually about building an eco-system where marketersidentify a class of curious buyers, qualify them as prospects,engage with them and make an appropriate pitch to convert theminto customers. All this by just a simple e-mail."

Around 80-90-million Indians have access to e-mails.

"E-mail marketing is probably one of the effective ways toattract new customers, keep in touch with existing ones andminimise operating costs. We are targeting these 80-90-millionpeople for growth of e-mail marketing business," Saxena said.

The total e-mail marketing size is around Rs 40-croreand "we expect the market to grow up to Rs 500 crore in thenext few years," he said.